Spotlight on Higher Income
Consumers: Target a growing middle
& upper class with quality clothing made
of natural fibers and detailed product
information as they shop for themselves and
family members.
China continues its rapid growth
in the apparel market.
Consumers spent $277 billion
on clothing in 2017, a growth of
166% since 2008. This number
is expected to grow a further
193% by 2030, providing
ample opportunity for brands
and retailers to reach these
tech-savvy consumers.
APPAREL SPENDING
What They Shop: Focus on
high quality offerings and
performance-maximizing
features for discerning Chinese
shoppers.
FINANCIAL
OUTLOOK
77% 56%
OPTIMISTIC
How They Shop: Optimize online and
mobile platforms to meet consumer
preferences for a digital shopping journey.
PESSIMISTIC
China Global
4% 11 %
China Global
*”Neither Optimistic/Pessimistic”
not shown
GLOBAL CONSUMER
INSIGHTS
GLOBAL LIFESTYLE MONITOR: CHINA
US
$338.9
+56% growth
INDIA
$87.9
+306% growth
EU
$374.5
+52% growth
CHINA
$277.2
¹
+193% growth
Brand & Retailer
Digital Resources
58%
APPAREL SHOPPING HABITS
Buying Clothes on Impulse
Traditional
Media
37%
Window
Shopping
42%
HOW THEY SHOP
Online and mobile shopping is tremendously popular in China. While just over half (52%) of the
population regularly uses the internet (at least once per week)¹, 59% say they prefer to shop online.
Traditional shopping remains important, as 57% of consumers enjoy the experience of physical stores and
many gain inspiration from retail displays. Invest in digital platforms to deliver both online only and
integrated in-store shopping experiences.
24% 32% 45% 27%
clothing research pre-purchase questions purchase repeat purchase
in-store online
SHOPPING JOURNEY
RETAIL STORES SHOPPED FOR CLOTHING
ONLINE ONLY 70%
65%
46%
45%
31%
27%
SPORTING GOODS
DEPARTMENT
SPECIALTY
DISCOUNT
CHAIN
SOURCES FOR
CLOTHING IDEAS
59%
Shop online at
least once per month.
Other
People
73%
Store
Publications
28%
Social
Media
34%
Consumers who prefer shopping in-store (vs. online)
51%
2008
47%
2010
44%
2016
44%
2018
50%
2012
48%
2 014
53%
Monitor
Heart Rate
PAY MORE FOR BETTER QUALITY
2008
86%
2010
89%
2 012
88%
2014
91%
2016
92%
2018
95%
JeansDressesUnderwear
55 5 4
Average Number Owned
BABYWEAR
55%
WHAT THEY SHOP
Chinese consumers are modest shoppers, owning 39% fewer garments than the average for consumers
across the world. They focus on quality over quantity of clothing and will pay more for clothes that
provide the comfort, fit, and fiber they seek. Consumers are interested in clothing that helps maximize their
performance with features such as body temperature regulation and exercise strain monitoring.
TOP ITEMS OWNED
COTTON AS PREFERRED FIBER
PERFORMANCE APPAREL
T-shirts
PRIMARY PURCHASE DRIVERS
COMFORT 82%
FIT 82%
QUALITY 80%
FIBER 73%
Likely to Purchase
HOME TEXTILES
63%
63% 58% 55%
Regulate Body
Temperature
Relieve
Stress
Monitor Workout
Performance
76%
prefer cotton or
cotton blends
for their
most-worn
clothing
55%
Monitor
Body Strain
INTIMATES
52%
JEANS & PANTS
67%
SHIRTS
49%
Consumers would like to know prior to purchase
RETAIL STORES SHOPPED FOR CLOTHING
SHOPS FOR OTHERS
ENJOY CLOTHES SHOPPING
Higher Income Consumers Prefer
BETTER QUALITY CLOTHES MADE
FROM NATURAL FIBERS
Agree
PURCHASE DRIVERS
OPTIMISTIC FINANCIAL OUTLOOK
HIGHER INCOME
CHINESE CONSUMERS
SPOT
LIGHT
China’s affluent classes are projected to grow from 9.7% of the population in 2015 up to one-third (34.2%)
by 2030². These higher-income consumers are more demanding shoppers than their counterparts and are
willing to pay more for quality clothing made from natural fibers. Reach these consumers with detailed
product information and quality offerings made of natural fibers as they shop for both themselves and others.
Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor Survey, a biennial
consumer research study. In the 2018 survey approximately 10,000 consumers (i.e. 1,000 consumers in 10
countries) were surveyed. External Source: ¹Euromonitor International ²Economist Intelligence Unit
DEPARTMENT 75%
74%
59%
SPECIALTY
51%SPORTING GOODS
ONLINE ONLY
Higher Income
Higher Income
All Others
80%
67%
87%
73%
All Others
68% 58%
Comfort
Performance
Features
Brand
Name
Style
87%
69%
76%
52%
Higher Income Consumers
Want to Know Prior to Purchase
Higher Income All Others
82% 74%
HIGHER
INCOME
ALL
OTHERS
(¥10k per month)